END OF INNOCENCE; OLYMPICS LOSING SIGHT OF ITS GREAT IDEALS, PAST.

Byline: David M. Carter

THE storied history and rich tradition of the Olympic Games and what they represent has been badly damaged by an unprecedented international scandal that threatens the integrity and economic viability of the Games.

To fans and sponsors alike, the Olympics have historically and successfully represented the important ideals of nationalism, excellence in amateur competition and purity. These ideals, once the cornerstones of the Games, have propelled both corporate and fan interest during the television age, resulting in impressive television ratings and, by extension, lucrative advertising and sponsorship revenue to the Games organizers.

Previously personifying all that was deemed noble about athletic competition, the Olympics can no longer boast of its unique connection to these ideals. This is an ominous development that leads many to wonder if the Olympics can ever recover the rich heritage that enabled it to become part of this nation's sports, business and political fabric.

What has become of this storied athletic event and how did it, over time, lose its impact and connection to the ideals of nationalism, amateurism and purity that we held so dear?

It is important to consider how the role of nationalism has been reduced over the last two decades. Major world events, including the end of the Cold War as well as other developments throughout the Eastern European community, have all but eliminated the ``us-against-them'' mentality. This mentality, the very nature of which personified good vs. evil, was a driving force behind America's interest and fascination in the Games.

Indeed, the Olympics provided an unparalleled feel-good sports spectacle, fueled by nationalism and financed by corporate America. Now, few dispute the fact that the Olympics lacks this nationalistic sentiment, a sentiment that initially made watching the Olympics on television compelling viewing.

As for the notion of excellence in amateur athletics, this too has been tarnished over the last decade. Who can forget the incredible national pride and enthusiasm following the gold medal performance of United States men's hockey team in 1980 at Lake Placid? Unfortunately, for far too many Americans, the thought of Olympic hockey just as readily conjures up images of professional hockey players - hired guns, really - trashing hotel rooms in Nagano in 1998.

Moreover, following the U.S. Olympic basketball embarrassments in the 1980s, the United States decided it would compile a ``dream team'' to compete in men's basketball in 1992. Many fans and sponsors agreed that allowing NBA stars to compete in the Games underscored a win-at-any-cost mentality, further distancing the Olympics from its laurel of amateurism and adding to the Olympics' image as just another overcommercialized professional sporting event.

Essentially, our Olympic athletes were no longer customarily revered as the best and brightest amateurs our nation had to offer, rather many were subtly and unfairly tainted by the inclusion of many of the country's most visible and wealthy athletes: the NBA and NHL elite.

Now, at precisely the moment the Olympics needs to reinvent itself and generate positive exposure to protect potentially volatile fan and sponsor interest, charges of corruption have forever changed the Games' image of purity and fair competition. Rather than focus on the extraordinary exploits of athletes' on-field performances, today's Olympic discussion revolves around such unseemly issues as bribery, influence peddling and flawed drug policies.

Having relinquished the ideals of nationalism, amateurism and purity, the Olympics finds itself in a precarious - if not disastrous - financial position. If recent developments continue to undermine confidence in the Games, a ripple effect will take place that will not only permanently stain the Olympics, but will serve to significantly limit its cash flow, perhaps appropriately resulting in Games that are far less spectacular, far less extravagant, and corrupt.

As the Olympics is forced to sacrifice its traditional ideals, it ultimately begins resembling the other major professional sports leagues. These leagues, which are all too frequently defined by their labor strife, arrogant management, greedy players and legions of disenfranchised fans, have routinely alienated their most critical customers, namely corporate America, the media, municipal and national governments, and fans.

It is this very same customer base the Olympics continues to covet and rely upon for emotional and financial support.

Accordingly, should the current Olympics scandal be dismissed as business as usual among sports industry leaders and observers, the Games will continue its evolution, awkwardly lurching toward the current, troubling model of big-time sports.

So, as the Olympics finds itself at ethical, philosophical and financial crossroads, its leaders must swiftly and thoroughly address the Games' most recent trials and tribulations. Olympic leaders must find a way to revitalize and reposition the Games, updating the ideals of nationalism, amateurism and purity to reflect the changes in today's sports, business and political landscapes. A failure to do so will indelibly reshape not only amateur and professional athletics, but also our nation's perspective on the role of sports in society and our willingness to finance it.